The South has played a large part in forging the identity of the United States. Its influences include BBQ, country music, NASCAR, and taking life a little bit slower than those in the north. It is the region of good times and good old boys. And if there’s one segment of motorcycles that defines the entire U.S. industry, it’s the heavy cruiser. Nowhere else do these big, bellowing beasts sell in such large numbers.
They’re so important, in fact, that 50% of all motorcycles sold in the U.S. are cruisers. And with all that money on the table, the segment is crucial for many brands to be successful in the United States. Yamaha knows this too. Since 2004, Yamaha’s Star brand has had a double-barreled focus on selling more metric cruisers. So here we are, deep in the heart of Dixie to test Star’s newest motorcycles, because if you find success here, you can make it anywhere in the U.S.
Origin of Star
Yamaha is not new to selling cruisers, and neither are their Japanese competitors. Termed “Metric Cruisers,” these Japanese bikes have been available for some time, but like the metric system as a whole, adoption has been spotty at best. Reason being, many of the metric cruisers didn’t have the qualities customers wanted. They may have been more reliable, but they looked flimsy, had plastic instead of metal in most places, and didn’t offer the attitude that cruiser customers wanted. Star’s goal is to create bikes that change those perceptions.
Since 1978, Yamaha has sold cruisers. However, customer research showed that this dissuaded many potential customers since they didn’t want to be associated with Yamaha’s supersport products like the R1. They were into style, not speed. So for their more basic tastes and needs, Yamaha branched out their cruisers under the Star banner in 2004. Star has its own team inside Yamaha devoted to giving their customers the experience they want: high style, large customization and a reasonable amount of refinement.
With this focus, Star has a full lineup of cruisers to fit a bike for every person and every need. From the starter bike V Star 250, all the way up to full baggers like the Stratoliner Deluxe, Star has a full portfolio that drives home their brand values. Star had all their products available to ride in Atlanta, but one stuck out in particular to show what they are trying to accomplish.